Mecredy PWright MFeetham PStern P2024-07-122024-07-122024-06-30Mecredy P, Wright M, Feetham P, Stern P. (2024). Remembering less, or needing less? Age-related differences in the purchase funnel. Marketing Letters. 35. 2. (pp. 171-186).0923-0645https://mro.massey.ac.nz/handle/10179/70163This study explores how age influences the stages of the brand purchase funnel (awareness, consideration, and purchase) and the mechanisms associated with any age-related differences. Aggregated analysis of survey data (n=1,862) across five markets and four age groups shows a reduction in the proportion of brands recognised that subsequently enter the consideration and purchase sets of older consumers. Subsequent individual-level GLS regression analysis using age as a continuous variable reveals an inverse-U shape for brand recognition and in some cases for brand recall and consideration. Peak cognitive performance occurs at age 56. There is a linear decline for purchase set size across age. Therefore, age-related differences in brand awareness and consideration, and the mechanisms driving these changes, do not greatly impact age-related increases in loyalty. Instead, findings suggest age-related increases in loyalty result from a combination of accumulated experience, development of purchase habits and declining category purchase rates.(c) 2023 The Author/sCC BY 4.0https://creativecommons.org/licenses/by/4.0/older consumersagebrand loyaltybrand purchase funnelJournal article10.1007/s11002-023-09681-81573-059Xjournal-article171-186